Implication: While US marketers may be limited in engaging broad publics through mobile technologies, high penetration of mobile Internet access in emerging markets present opportunities to connect urban and rural populations with health centers.

Action: Healthcare providers can change attitudes and behaviors in emerging markets with socially beneficial and simple to use mobile apps and information systems.

Emerging trend: North American women are pairing down their social media usage, focusing on fewer networks. According to the latest research from Weber Shandwick, conducted by KRC Research, four in 10 (38 percent) of North American women have decreased or stopped usage of one or more social networks in the past six months, due to loss of interest (59 percent) or lack of time (35 percent).

Implication: The medium is less important than content, when it comes to attracting and sustaining women’s attention in social media.

Action: When creating social engagement activities for North American women, offer practical solutions that fit into their lifestyle. Do not add to their ‘to-do’ list.

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About Me

I am a VP of Media Analytics Consulting at Nielsen and the author of Implementing Word of Mouth Marketing. My goal is to provide a window to the future by showing what's next in social media through smart research and case studies. The posts reflect my personal opinions, not those of my employer.